【正文】 decision making in terms of time spent, and cognitive effort, by employing simple rules of thumb, such as 39。 Resister et al. 1991). In memory theory, brand awareness is positioned as a vital first step in building the “bundle” of associations which are attached to the brand in memory (Stokes 1985). The brand is concept unlisted as a node in memory which allows other information about the brand to be “anchored” to it ( Asker 1991b). The concept ululation of a work of brand associations in memory with the brand as a central core has been put forward by many others (. Keller 1993。 Mackay 1990).In such situations, the consumer may lack the motivation or the ability to judge between brands (Petty amp。沒(méi)有品牌意識(shí)的產(chǎn)生 ,任何其他的溝通是沒(méi)有意義的。索耶在研究中發(fā)現(xiàn) ,用于購(gòu)買(mǎi) ,如 :咖啡、牙膏和人造黃油等商品 ,消費(fèi)者花了平均 12 秒，從第一次看見(jiàn)貨架上的貨物 ,到最后把該貨物放在他們的購(gòu)物車(chē)中。牌運(yùn)營(yíng)是個(gè)復(fù)雜的系統(tǒng)工程 ,它包括品牌的質(zhì)量戰(zhàn)略 ,服務(wù)戰(zhàn)略，市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略等系列系統(tǒng)，綜合的工作；它是指以構(gòu)筑和實(shí)現(xiàn)名牌戰(zhàn)略為目的，以名牌產(chǎn)品 為核心，有效運(yùn)作品牌無(wú)形資產(chǎn)的過(guò)程。好的品牌需要好的服務(wù)，品牌競(jìng)爭(zhēng)的一個(gè)重要途徑就是服務(wù)競(jìng)爭(zhēng)。林奇定義了這些不同的選擇情況 (所有相關(guān)的品牌和屬性信息在場(chǎng)的情況下 )，基礎(chǔ)記憶 (那里的所有 相關(guān)的信息必須被回憶起 )和混淆的選擇 (現(xiàn)場(chǎng)的商品信息與記憶中的信息 )。其次，品牌的個(gè)性還表現(xiàn)在品牌形象的個(gè)性化塑造上。 如何進(jìn)行品牌運(yùn)營(yíng)。商品的豐富和多元化 ,消費(fèi)者綜合素質(zhì)提高 ,信息傳播的充分性極大地增強(qiáng)了消費(fèi)者行為的理性色彩。一個(gè)品牌被消費(fèi)者購(gòu)買(mǎi)，是因?yàn)橄M(fèi)者對(duì)其印象最深刻，這一點(diǎn)是一般人沒(méi)有注意到的。 mere recognition of the brand in the store, “Hey that’ s the new banana flavoured milk” may be sufficient for purchase to occur. Lynch and Srull (1982) defined these different choice situations as stimulusbased (where all the relevant brand and attribute information is physically present), memorybased (where all relevant information must be recalled from memory) and mixedchoice (where some of the information is physically present, and some must be recalled from memory). Obviously, brand recognition occurs in stimulus based situations, and recall occurs in memorybased situations. Both types of awareness would occur in mixedchoice situations. The objective of this study was to determine the level of understanding of brand awareness amongst marketing practitioners, and their use of it as a measure of their marketing effectiveness. Author affiliation： Emma Macdonald is from the Department of Management, Newcastle University Byron Sharp is from the Marketing Science Centre, University of South Australia 7 培養(yǎng)品牌意識(shí)是一種重要的管理思想 艾瑪 Keller 1993). Consumers may employ a heuristic (decision rule) to buy only familiar, wellestablished brands (Roselius 1971。 Holden 1993。 Cacioppo 1986). Goods bee increasingly petitive. Technology, munication, sharing of knowledge resources, so that technical barriers to market entry significantly reduced, to induce a significant increase in petitors, and a large number of same kind of petition, making room for more expansion of consumer choice . This is forcing panies have to focus on the creation of petitive brands, enhance the brand strength, and in order to establish its prominence in the minds of consumers with unique image. overall surplus in the supply market, survive down Only the best brands. Therefore, the fostering and protection of the brand to bee an inevitable move. Chinese enterprises to participate in international petition, based on the needs of the world. With the speeding up of China39。讓消費(fèi)者去購(gòu)買(mǎi)一個(gè)品牌的產(chǎn)品 ,必須先 讓他們對(duì)品牌產(chǎn)生一